Insiders say the findings illustrate how marketers’ frustrations with digital media have continued
to mount even as budgets
put toward the channel,
and especially formats like
digital video, continue to
grow.

Erica Sweeney, a re-porter with Marketingdive.

com, says this stark con-trast points to the uneasypush-pull marketers are feeling, whereconsumer demands for certain types ofmedia can outpace the ability to gaugethat media’s success.“This trend is compounded by thefailure of some major digital advertisingplatforms like Facebook to transpar-ently and accurately account for digitalmetrics and ad measurement,” Sweeneywrites.;She adds that these frustrationsemerge as the role of the CMO, whichhistorically has been focused on areaslike creative strategy and branding,continues to shift to require more agilitywith technology and data and also theability to better prove ROI.The CMO Council says the need forgreater transparency and reliability iscrucial in this regard, as marketers thatdon’t live up to these expectations couldsee their accounts go up for review.

The group surveyed 233 marketing
leaders and conducted interviews with
brand leaders at Keurig, PepsiCo, Nestle
Waters, and Cox Communications,
among others.

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future where, say, more than half of all
cord cutters are lost entirely to the ecosystem,” Moffett says.

MoffettNathanson also found that
new U.S. household formations in the
first quarter declined by more than
200,000. “The stronger the growth in
new households, the higher the expected number of pay-TV subscriptions,”
Moffett says.

Estimates are vMVPD subscriptions
grew by 562,000 in the first quarter —
now totaling 5. 15 million. This follows
a 772,000-sub rise in fourth-quarter
2017 and a 956,000 gain in 3Q 2017.

Total traditional pay-TV subscribers
now total 92.17 million. When including vMVPD subs, the total rises to
97.32 million.

Moffett says TV networks may be
gaining due to new digital network
bundles.

“Given that vMVPDs generally
pay higher prices (per subscriber) than
their larger linear peers, cord-cutting
may actually be even better than relatively painless. At least for the most
widely-carried network groups, it may
actually be a net plus,” he says.